- Situation: BMW was launching a New BMW X1, a very different car from the former for aesthetic and personality, with the aim to reach a new target.

- Brief: Communicating the new model within a specific Social and Digital project and supporting the “viralization” of the New X1 Series launch.

- Objectives: 1. Launch the New BMW X1 focusing on the fact that is an absolutely new car from the former. 2. Reach a new target. 3. Lead generation.

- Implementation:

We created a real outdoor escape experience with the New BMW X1: 4 influencers were taken to a Ghost Town (Consonno). Here they had to solve some games (with some links to Facebook, Twitter and Instagram) in order to find the hidden BMW X1 and escape from the town. From this experience, we created a video-trailer launched on our social channels and invited our community to register on a dedicated platform www.bmw.it/findyourex1t in order to win the same experience.

- Timeline: 04/12/15: teasing phase + online of the dedicated platform bmw.it/findyourex1t - 11/12/15: live event with escape experience for the influencers - 18/12/16: launch of the trailer + start of the consumer phase - 31/01/16: closing of the online contest - 03/03/16: live escape experience for the winners of the online contest.

- Placement: BMW Italia’s website and social channels (Facebook, Twitter, Instagram).

- Scale: National.